The below is an excerpt from the latest Amazon Weekly News Digest by Bobsled CEO & Forbes contributor Kiri Masters, a paywalled email that’s delivered to digest subscribers every Friday.
Research firm Nielsen found in 2019 that 46% of global consumers surveyed are more likely to try new brands than they were five years ago.
And during the pandemic, shoppers are even more likely to try new brands and possibly stick with them.
Brand disloyalty is the new normal
The below survey from McKinsey shows that many consumers have switched brands and retailers because of COVID-19, about half expect to continue with them after the crisis.
We are seeing big changes in habits and behavior. A few weeks ago I wrote on Forbes about how health food brand Manitoba Harvest saw a huge increase in new-to-brand buyers of their nutritional hemp seeds in the early days of the crisis, as shoppers wanted to stock up on shelf-stable health foods. Now, if Manitoba Harvest can keep those shoppers interested with ways to use that product and through retargeting mechanisms, they might just have attained new customers for life.
What this means for brands
As shopper behavior is changing - are you ready to capture that upswing? How can you hold on to those customers? Consider tools like Amazon DSP to retarget past customers & those who viewed your products but didn’t buy. Refresh your product content to reflect the new behaviors that shoppers have in your category (stock-up, trialling new products, etc).
This is a big topic I’ll be discussing in my CommerceLive session with Halee Patel from Califia Farms on Tuesday May 19th - register here.
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The above is just a small snippet of Bobsled’s latest Amazon Weekly News Digest, which is delivered via email to subscribers every Friday.
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Tagged: Amazon Updates